10 Essential Strategies for E-Commerce Success

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Are you looking to increase e-commerce sales without pouring more money into driving traffic to your website? Is your e-commerce website not turning visitors into customers, and you're not sure why? In this class, you'll discover design factors that make it easier for customers to purchase, what works in terms of cross-selling and up-selling, and much more. You'll walk away with usable advice to drive more sales immediately or build into your future e-commerce strategies.

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10 Essential Strategies for E-Commerce Success

  1. 1. 10 Strategiesfor E-CommerceSuccessDigital AtlantaNovember 8, 2011
  2. 2. 10 Strategiesfor E-CommerceSuccessDigital AtlantaNovember 8, 2011
  3. 3. Know YourMetrics
  4. 4. Goals and Goal Funnels
  5. 5. E-Commerce Tracking
  6. 6. E-Commerce Tracking
  7. 7. Site Search
  8. 8. Know Your Metrics• Goal Funnel Where are people leaving? Where did they go?• E-Commerce Tracking All Traffic Sources, sorted by conversion rate• Site Search Search terms, sorted by % Search exits
  9. 9. Slow CostsMoney
  10. 10. Source: Kohavi and Longbotham 2007With every 100ms increase inyour website’s load time,sales can decrease by 1% Source: Kohavi and Longbotham 2007
  11. 11. 414 Kb 45 Kb
  12. 12. Photo Credit: johnrudolphmueller
  13. 13. Slow Costs Money• Optimize Images Use “Save for Web”, Yahoo Smush.it• Reduce HTTP Requests Use CSS Sprites, Combine JavaScript & CSS files, Remove unnecessary images/ scripts• Use Compression Server-side compression, Compressed libraries
  14. 14. Customizethe UserExperience
  15. 15. Customizations• First Time Visitors• Geographic Location• Search Queries• Visitor Behavior
  16. 16. RemoveBarriers toOrdering
  17. 17. Remove Barriers• Show Shipping Costs Early Especially if offering free shipping• Simplify the Order Process One page checkout Registration not required• Look at Error Text & Verbiage Explain errors in plain English Show what and where to correct• Provide a Phone Number
  18. 18. Build Trust
  19. 19. Remove Barriers• Supporting Information Guarantee & Returns Information Prominent Phone Number• Social Proof Customer Testimonials & Reviews• Third Party Endorsements BBB, McAfee Secure, SSL Seal Credit Card logos, Shipping logos
  20. 20. CustomersKnow Best
  21. 21. Comers Know Best• Survey Real Customers• UserTesting.com• CrazyEgg• Analytics
  22. 22. Strip the Cart
  23. 23. Strip the Cart• “Best Practices”• Listen to Your Customers• Let the Data Speak for Itself
  24. 24. StrategicFollow-ups
  25. 25. Ignore MyAdvice!
  26. 26. Test, Test,TEST!
  27. 27. Test, Test, Test!• Use Website Testing Software Google Website Optimizer Visual Website Optimizer• Run One Test at a Time In each section• Don’t Test Too Many Variations
  28. 28. Recap1. Know your Metrics2. Slow Costs Money3. Customize the Experience4. Remove barriers to ordering5. Build Trust / Provide social proof6. Customers know best7. Strip down the cart8. Strategically follow-up9. Ignore my advice!10. TEST, TEST, TEST
  29. 29. Get In TouchWeb: www.kelseyads.comEmail: brandon.eley@kelseyads.comTwitter: @beleySlides: www.brandoneley.com

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